Summary
Our research into companies that deliver superior customer experience (CX) showed that operating under a customer-centric organizational structure does not predict success. Instead, CX pros manage to delight their customers no matter how their companies are organized. So to improve CX, don't waste time and influence advocating for a customer-centric org structure. Instead, ensure that your organization treats CX as a strategic objective, integrates and shares customer data across silos, and consistently includes customer-impact criteria in decision-making. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
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